工商管理Essay范文：Factors to Consider for E-Commerce
本文是工商管理专业的Essay范例，题目是“Factors to Consider for E-Commerce（电子商务需要考虑的因素）”，你的朋友劳拉要开一家网上零售店。她计划向世界各地的爱猫人士出售与猫有关的服装和商品。劳拉知道你在学习商业，所以她向你寻求建议。
Your friend Lara is launching an online retail store. She plans to sell cat-related garments and merchandise to cat lovers all around the world. Lara knows that you are studying business, so she asks for your advice.
What does Lara need to consider as she prepares to engage in eCommerce?’
Electronic commerce (e-commerce) is the buying and selling of goods or services using the internet. This includes transmitting funds and agreeing contracts electronically, marketing goods and services online, making reservations online and much more. There is a lot to consider before engaging in e-commerce such as; digital marketing, information and security. It is important for businesses to consider engaging in e-commerce as ‘over the past decade global e-commerce has been expanding at an average rate of 20%’ (E-commerce takes off, 2017).
电子商务(e-commerce)是指通过互联网进行商品或服务的买卖。这包括电子转账和签订合同，在线销售商品和服务，在线预订等等。在从事电子商务之前，有很多事情需要考虑，比如;数字营销，信息和安全。对于企业来说，考虑从事电子商务是很重要的，因为“在过去的十年中，全球电子商务一直以平均20%的速度扩张”(电子商务起飞，2017年)。
Lara, who plans to sell cat-related garments and merchandise to cat lovers all around the world could use electronic commerce to give her businesses a competitive advantage. Ecommerce will also allow a business like Lara’s to gain customers from all around the world. she would need to consider the fact that not all countries are devolved and have access to electronics.
Digital marketing will give you insight on how to engage with your customers. Marketing is the activity of communicating, promoting products or services that have value for customers at large. Marketing becomes digital when it uses an electronic device or the internet to sport it. Social media plays an important part in digital marketing. A business like Lara’s, can use people with social platforms to advertise products or services available, to gain exposure and attract potential customers. Social media gives people an easy access to share, comment, and leave reviews for products and services. This will promote the brand and content to increase awareness which will increase overall sales for Lara.
数字营销将让你了解如何与客户互动。市场营销是沟通，推广产品或服务的活动，对广大客户有价值。当使用电子设备或互联网进行宣传时，营销就变成了数字化。社交媒体在数字营销中扮演着重要的角色。像劳拉这样的企业，可以利用社交平台上的人来宣传产品或服务，以获得曝光度并吸引潜在客户。社交媒体让人们可以很容易地分享、评论和评论产品和服务。这将促进品牌和内容，提高知名度，从而增加劳拉的整体销量。
Ecommerce allows businesses to sell products and services on an international platform. Customers can use search engines to look for specific products like cat garments which will lead them straight to a website that sells them. Not only is it easier for customers to just shop online from a website, it makes it easier for a seller to make sales as customers are actively searching for their products. Offering products and services on a website where the buying process is easy for customers to shop from is crucial as would increase customer satisfaction. Making the process complicated would make customers resistant to buying from the specific company.
Email marketing allows businesses to send commercial messages to a large group of people using email. Emails are an effective way to attract potential customers as not everyone has access to social media. When people subscribe to companies they would expect something in return, for example vouchers, discounts, rewards and special offers.
电子邮件营销允许企业向使用电子邮件的一大群人发送商业信息。电子邮件是吸引潜在客户的有效方式，因为并不是每个人都能接触到社交媒体。当人们订阅公司时，他们会期待一些东西作为回报，例如优惠券、折扣、奖励和特别优惠。
Before sending emails to people you have to make sure you have their consent and you have to provide them a way to let them opt-out of further communications. To get people to give their consent to emails, businesses usually have a pre-launch page on their websites to sign up for more information. Transactional emails are the first, out of three, category in e-commerce marketing emails. These include key points of a transaction for example, order confirmation and the dispatch of goods. The second category is promotional emails which are to promote offers and products. This includes offers for special holidays and occasions like mother’s day, father’s day or Valentine’s Day.
在给别人发邮件之前，你必须确保你得到了他们的同意，你必须给他们提供一个让他们选择退出进一步交流的方法。为了让人们同意使用电子邮件，企业通常会在其网站上设立一个预发布页面，以便注册获取更多信息。交易电子邮件是电子商务营销电子邮件的三个类别中的第一个。这些包括交易的关键点，例如，订单确认和货物发运。第二类是促销邮件，用于促销商品和产品。这包括特殊的节日和场合，如母亲节、父亲节或情人节。
Customer lifecycle emails is the last category in e-commerce marketing emails. This is based on where the customer is in their relationship with the brand. Rather than sending generic emails to all customers, companies would send emails based on where the customer is in their relationship with the brand. Emails are targeted to specific customers depending on where they are in the lifecycle. This allows companies to advertise personalised products to the targeted customers.
Customer relationship management take account of the ‘understanding and influencing customer behaviours through meaningful communications to increase new customers, prevent the loss of existing customers, promote customer loyalty, and enhance customer profitability’ (Yang and Hu, p.175). Businesses that want to engage in ecommerce would use customer relationship management as a method to maintain the communications with current or future customers. Businesses could use customer relationship management to strengthen the loyalty and commitment customers have with them.
客户关系管理考虑到“通过有意义的沟通理解和影响客户行为，以增加新客户，防止现有客户的流失，提高客户忠诚度，并提高客户盈利能力”(Yang和Hu，第175页)。想要从事电子商务的企业会将客户关系管理作为一种与当前或未来客户保持沟通的方法。企业可以利用客户关系管理来加强客户对企业的忠诚度和承诺。
The European convention on human rights states that everyone has the ‘right to respect for his private and family life, his home and his correspondence’. The definition of privacy becomes more complicated and harder to protect in the Information Age. As technology is continuously being developed, new threats are arising. Although businesses can use ‘personal information to provide better services, information could also be misused; for example, by sending unwanted emails to customers, selling customers’ information to others, or disclosing potentially sensitive information that the customer would prefer to keep private’(Boritz, 2011).
Online systems are exposed to cyber-attacks and IT failure. This could compromise any data an e-commerce business holds. If a business is solely based online and has a system failure, this could cost the business potential sales and expenses to maintain an online system. British Airways PLC experienced an IT failure that cost them £80m in 2017 (Financial Times). This clearly shows that the size of the business doesn’t really matter and that an IT failure can happen to any business at any time. Businesses that would like to engage in e-commerce should be prepared for any failures or cyber-attacks. Businesses will have to use privacy enhancing technology to allow online users to protect their identities. Even though technology is always developing to protect customers, ‘new technologies are equally able to facilitate gross breaches of an individual’s privacy’ (Smith and Shao, 2007). There are many rules and regulations in place regarding ecommerce which ensures that businesses take appropriate technical and organisational measures to secure personal data.
在线系统暴露于网络攻击和IT故障。这可能会损害电子商务企业持有的任何数据。如果一个业务只基于在线，并且出现了系统故障，这可能会导致潜在的业务销售成本和维护在线系统的费用。英国航空公司(British Airways PLC)在2017年经历了一次IT故障，损失了8000万英镑(《金融时报》)。这清楚地表明业务的规模并不重要，IT故障可能在任何时候发生在任何业务上。想要从事电子商务的企业应该为任何失败或网络攻击做好准备。企业将不得不使用增强隐私的技术，以允许在线用户保护自己的身份。尽管技术一直在发展以保护客户，但“新技术同样能够促进对个人隐私的严重侵犯”(Smith和Shao, 2007)。关于电子商务，有许多规则和规定，以确保企业采取适当的技术和组织措施，以保护个人数据。
The General Data Protection Regulation (2016) is a regulation in EU law which relates to the processing of personal data. Any business that is considering engaging in e-commerce needs to familiarise themselves and put in practice of the regulations in order to protect customers and themselves. The General Data Protection Regulation applies to both public and private companies in the UK that process personal data and states that ‘technology allows both private companies and public authorities to make use of personal data on an unprecedented scale in order to pursue their activities’ ( EU Regulation, 2016).
‘Personal data’ has three types; the first is anything that allows a living person to be directly or indirectly identified. This includes names, addresses or even IP addresses. The second type of personal data includes sensitive personal data such as religious beliefs, political opinions, racial information and sexual orientation. The last type of personal data is criminal and offence data.
Processing data consists of collecting, recording, storing, retrieval and even destruction of data. The EU regulation gives EU citizens a right to their own data which means they can decide whether to share their personal data or not and even have it erased. This regulation ensures that businesses in the UK don’t take advantage of individuals’ privacy.
数据处理包括数据的收集、记录、存储、检索甚至销毁。欧盟的这项规定赋予了欧盟公民拥有自己数据的权利，这意味着他们可以决定是否分享自己的个人数据，甚至可以让人删除这些数据。这一规定确保了英国的企业不会利用个人隐私。
The Data Protection Act (2018) and Privacy and Electronic Communications Regulations (PECR) are UK regulations that protect personal data and privacy rights on computers in regards to electronic communications. The Data Protection Act implements the General Data Protection Regulation, controlling how businesses use your personal data but with more factors that is specific to the UK.
The Privacy and Electronic Communications Regulation outlines rules on marketing, cookies, communication services and customer privacy. Businesses in the UK that engage in e-commerce will have to be well aware of the use of data in their businesses as a breach of regulations can lead to the company being fined. This may create complications for a new business like Lara’s as it may be hard for them to pay the fines. It would also be bad for publicity if a business is in breach of any data protection acts as it will be very hard for people to trust them with their information.
Electronic commerce has numerous strengths and weaknesses. Online shopping has become very popular for customers with no time to shop in person. A weakness of ecommerce is the time and resources used to keep up maintenance and protection from cyber-attacks. Businesses would have to make sure they are operating with the restrictions of all the regulations regarding privacy and data protection.
电子商务有许多优点和缺点。对于没有时间亲自购物的顾客来说，网上购物已经变得非常流行。电子商务的一个弱点是用于维护和保护网络攻击的时间和资源。企业将必须确保他们的运营受到有关隐私和数据保护的所有法规的限制。
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